Siadari, Joseph Caesar and Prayoga, Kadhung and Gayatri, Siwi (2023) Marketing Communication of Crystal Guava Farmers in Cepoko Village, Gunungpati District, Semarang City. JIPI : Jurnal Ilmu Pertanian Indonesia or Indonesian Journal of Agricultural Sciences by LPPM IPB, 29 (02): 16. pp. 1-16. ISSN 0853-4217

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Abstract

Marketing communication plays an important role in terms of informing consumers about the Marketing
communication plays an important role in terms of informing consumers about the products or services
offered, offering added value or incentives, establishing good relationships with consumers and
identifying consumers. The problem at the research location is that the marketing communication
strategy has not been well coordinated and the limited understanding and lack of knowledge about how
to communicate in marketing crystal guava. This study aims to analyze marketing communication and
farmers' constraints in marketing crystal guava so that farmers can sell with good and correct marketing
communication. This research was conducted in October - November 2022 at Cepoko Agrotourism
located in Cepoko Village, Gunungpati District, Semarang City. The research method used is a
qualitative approach. Researchers collected primary data related to information in the field obtained
from observations and interviews, secondary data related to information about marketing
communication obtained from farmer groups and agencies related to marketing communication
strategies. Data were analyzed using the Miles and Huberman analysis method. The results showed
that farmers apply several marketing communications, such as advertising, face-to-face, word-of-mouth
sales promotion, and sales promotion from social media, namely whatsapp and the obstacles are due
to education, age and weather factors. Therefore, farmers should be more active in learning and trying
new things about other marketing communications. Agricultural extension workers are expected to
provide education to increase farmers' knowledge and skills to increase farmers' desire to try new ways
of marketing crystal guava products.
Keywords: crystal guava, farmers, marketing communication

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